Marketing Analysis

OVERVIEW: Performed customer segmentation and campaign response modeling on a consumer-goods retailer dataset using RFM analysis, K-Means clustering, and binary logistic regression to identify which demographic and behavioral factors best predict whether a customer will respond to a marketing campaign.

RESPONSIBILITIES: Exploratory data analysis, RFM scoring and segmentation, K-Means clustering, binary logistic regression modeling by cluster, interpretation and presentation of limitations, key insights, strategic recommendations, and lead contributor to the presentations design.

TECHNOLOGIES USED: R, Excel, Canva.